Let’s face it, your CTR isn’t going to pay your rent.
Once upon a time, the click was king. The more clicks you got, the more you were convinced your campaign was a masterpiece. You bragged about your CTR like it was a gym personal record.
But times have changed.
In 2025, clicks are no longer the shiny trophy they once were. They're more like participation medals at a school sports day: nice to have, but not really telling the full story.
The Click Illusion (a.k.a. Digital Marketing’s Midlife Crisis)
Clicks are cheap. Literally and figuratively. You can get thousands of them for a couple of bucks just slap a cat on an ad, write “You won’t believe what happened next,” and boom: traffic.
But here’s the plot twist: traffic does not equal sales.
What good is a 10,000-click campaign if not one person buys your product, signs up, or even remembers your name? It's like opening a club, getting a huge crowd, and realising they’re all there for the free snacks, not the music.
The Rise of Vanity Metrics
Here are some classic signs your campaign might be suffering from shiny-metric syndrome:
- Celebrating reach like you’re Netflix.
- High CTR but bounce rates that make you cry.
- “Leads” that turn out to be bots, interns, or your mom testing the form.
- Optimising for impressions while your sales team stares into the void.
Clicks are easy. Conversions take skill, timing, and a landing page that doesn’t look like it was built in 2008.
So What Should We Be Measuring?
If you're still reporting like it's the early days of Facebook, it's time to upgrade your metrics (and probably your coffee too).
- Conversion Quality > Click Quantity
One qualified lead > 100 time-wasters. Focus on post-click actions: purchases, bookings, sign-ups with intent. If someone clicks and leaves faster than a bad Tinder date, that’s not a win.
- Full-Funnel Strategy, Not Just Top-Funnel Glory
You wouldn’t propose on the first date, so don’t push “Buy Now” ads on cold audiences. Match your message to your audience’s mindset-awareness, consideration, or decision. Otherwise, you're just that guy yelling “marry me!” at strangers in the street.
- Sales and Marketing: The Power Couple
If your marketing and sales teams aren’t talking, how can your campaigns possibly work? Align goals, define a qualified lead together, and avoid that awkward “these leads are useless” blame game.
- Track CLV (Customer Lifetime Value), Not Just Once-Offs
We love a quick win, but we love loyal customers more. Optimise for LTV so you’re not just chasing one-time buyers but building a brand people stick with (like their favourite pizza place or that one comfy hoodie).
- Test, Don’t Guess
That “gutfeel” ad concept might be brilliant... or it might flop. Use A/B testing to back up creative with data and let results, not egos, drive decisions. And while we’re on the topic of A/B testing, don’t just do it once and call it a day. Do it often, do it with strategic intent, and most importantly, make sure you can actually measure what matters. Otherwise, you’re just guessing with extra steps.
From Digital Marketer to Business Driver
This isn’t about abandoning creativity or cutting corners. It’s about making digital marketing grow up a little. If we want a seat at the table (next to finance and ops, not under it), we must talk in real numbers that impact the business.
No more fluff. No more charts that look good but tell nothing.
Let’s report with purpose. Let’s build strategies that don’t just attract eyeballs, but open wallets and establish loyalty.
Still Measuring Success by Clicks?
Let us help you build campaigns that move people and revenue. If your agency is still obsessed with CTR like it’s 2012, we’re ready to bring you into the future (or at least the present).
